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How many social media channels do you really need to reach all of your fans? There are just so many channels, and they keep changing! And people keep changing the way they use them. "We should be on ..." can be the worst thing to tell a community manager. This session will guide you through creating a structure for strategic community communication that lets you have oversight on what channels you need for your community, where to focus your limited resources, and how to build and change an organization that can support it.